01 — Problem

What this task force is trying to solve

The goal of this task force is to help publishers address the challenges arising from LLM-powered search and new patterns of AI-driven content consumption.

We have two proposals in different stages of readiness: PARSE and RAMP.

02 — Existing ecosystem

How content reaches AI solutions today

Publishers /
Content Owners
→
Marketplace
e.g., TollBit, PCM
→
AI Solution
LLM / Agent
Publishers supply content through marketplaces to AI solutions.
AI Solution
LLM-powered application that requires external licensed content at runtime to ground responses, answer queries, or complete tasks.
Particle Brightwave Inline Machina.gg
Marketplace
Service exposing licensed content for discovery and retrieval. Owns publisher relationships, pricing, and billing.
TollBit MS PCM
Content Owner
Publishers
Publisher, data provider, or rights holder whose content is made available through a marketplace. No direct relationship with AI Solutions.
03 — Proposal 1

PARSE

Prebid AI and Retrieval Support Engine

A client-side adapter library that normalizes how AI Solutions discover and retrieve licensed content across multiple Marketplaces through a single integration point.

PARSE Architecture — Fan-out across marketplaces
AI Solution
Could be integrated into publisher inventory
↔
PARSE Library
client-side adapter layer
→
→
→
Marketplace A — TollBit
←
Publishers / Content Owners
Marketplace B
←
Publishers / Content Owners
Marketplace C — MS PCM
←
Publishers / Content Owners
PARSE fans out search and rate calls to all marketplaces in the allowlist in parallel.
PARSE evaluation
Does not directly monetize publishers
Publishers
PARSE helps the ecosystem grow, not individual publisher revenue. Publishers benefit indirectly as more AI Solutions adopt licensed retrieval over scraping.
Prebid ecosystem play
Strategic
Players like TollBit are already working to help publishers. PARSE gives Prebid a way to bring these players into the Prebid ecosystem, extending Prebid's relevance and leadership.
TollBit — confirmed interest
Adoption
TollBit has expressed interest in adopting PARSE. Prebid will build the adapter to make integration seamless.
✓ Interested
OpenAttribution.org
Adoption
An agnostic AI measurement not-for-profit. Their attribution standard is complementary to PARSE — they measure what happens after PARSE routes the request.
✓ Interested
04 — Proposal 2

RAMP

Open transaction protocol

An open transaction protocol that lets an AI Solution discover, negotiate, pay for, and report on content from any compliant publisher, through any compliant Marketplace, with cryptographic accountability at every hop.

Today — Walled gardens
A1
A2
A3
TollBit
PCM
Marketplace 3
NYT
Reuters
AP
WSJ
Walled gardens
Publishers locked behind exclusive platform deals. Each agent needs a separate proprietary integration. Publishers can't switch. Agents can't compare.
With RAMP — Open market
A1
A2
A3
RAMP
Ex 1
Ex 2
Ex 3
RAMP
NYT
Reuters
AP
WSJ
Open market
Publishers choose Exchanges. Exchanges compete. Agents access any publisher through any Exchange — one protocol.
RAMP evaluation
Protocol governance required
Risk
RAMP requires Marketplaces to implement a new protocol. Unlike PARSE, it does not adapt to existing players — it asks them to change.
Directly integrates publishers
Publishers
If adopted, RAMP transacts, meters, and pays publishers per access. Every retrieval generates a payment to the content owner.
Open-source Exchange & Broker SDK
SSPs → Marketplaces
Any SSP or AdTech player can run a RAMP-compliant Exchange with less technical investment. PostIndustria donates the implementation.
2 publishers adopting now
Adoption
Two publishers are currently adopting RAMP. PostIndustria has a working proof of concept and is willing to donate it to Prebid.
✓ Publisher 1✓ Publisher 2
No marketplace interest yet
Risk
TollBit will not adopt any standard until it is widely adopted. Adopting RAMP alone risks alienating existing Marketplaces. Must be combined with PARSE.
✗ TollBit not ready
Full disclosure — SSP interest
SSPs
SSPs engaged by this task force were not interested, citing lack of AI Solution relationships and insufficient capacity for a new GTM motion.
≃ Uncertain
05 — What we can take from RAMP

RAMP PoC components available to Prebid

PostIndustria is willing to donate any part of the reference implementation to Prebid. Here is what exists today.

01
Edge solution for publishers to support RAMP
Publishers can integrate with RAMP-compliant Marketplaces through a single edge implementation on their existing CDN.
Available
02
SDK to create a Marketplace compliant with RAMP
Lowers the technical barrier for SSPs and AdTech players to add Marketplace functionality and integrate with PARSE.
Available
03
Communication between AI Solution, Marketplace, and Publisher Edge
The full protocol layer connecting AI Solutions to Marketplaces and Marketplaces to the publisher edge solution.
Available
06 — How they work together

PARSE welcomes. RAMP builds. Together they grow the ecosystem.

PARSE solves the many-to-many problem for existing players today. RAMP provides the open-source path for new marketplaces tomorrow.

Combined PARSE and RAMP ecosystem AI SOLUTIONS NORMALIZATION MARKETPLACES CONTENT OWNERS AI solution 1 e.g. Particle AI solution 2 e.g. Brightwave AI solution 3 e.g. Inline PARSE Single integration, all marketplaces Existing marketplace 1 e.g. TollBit Existing marketplace 2 e.g. PCM New via RAMP SSPs, AdTech players RAMP open-source path Publisher 1 Publisher 2 Publisher 3
PARSE does today
Now
Connects existing Marketplaces and AI Solutions with no changes required from either side. Builds Prebid ecosystem presence in AI content.
RAMP enables tomorrow
Future
New Marketplaces built on RAMP plug into PARSE the same way TollBit does. Prebid doesn't need to maintain bespoke adapters forever.
Long-term possibility
Eventual
If RAMP gains adoption, Prebid may eventually require new Marketplaces to be RAMP-compliant. A distant possibility — not a condition today.